Adapting to a
Down Market

Dean Bank, a community bank serving Massachusetts and Rhode Island, came to Pannos looking to increase business in its home lending department. With rates and home prices skyrocketing, Dean Bank and Pannos would have to come up with a plan to drive business when the market was working against them.

The Ask
Drive business to the bank’s home lending department during a time when many mortgage departments at other banks were forced to shut down due to lack of business.

The Answer
Create and implement an umbrella campaign that showcases Dean Bank as a true solutions-oriented lender. Dean Bank has flexible loan solutions and an experienced lending team—a perfect combination for what customers need to accomplish NOW. So much so that NOW would become the namesake and purpose of this campaign.

Pannos began the process by understanding what Dean Bank can focus on during their campaign, without rate being the main driver. Since its inception, Dean Bank has positioned itself as a problem solver deeply connected to its community. The bank’s dedication to finding fast solutions for its community inspired the name for the campaign: NOW Loan Solutions. The campaign would revolve around getting customers the funds they need NOW, and with the fast and expert service of the lending team at Dean, waiting for rates to drop would not stop the bank from chasing down its dreams.


Additionally, with the state of the homebuying market, Pannos and Dean Bank agreed that the campaign would need to focus on a product other than mortgage loans. The NOW campaign would focus on the benefits of Home Equity Lines of Credit and Home Equity Loans. These loans would allow customers to get the home of their dreams without having to purchase one in today’s volatile market. These types of loans also gave customers a fast and easy way to make large purchases without paying the high interest rate of a personal loan.

The creative and digital teams at Pannos created and implemented a series of print and digital elements to drive to a landing page that would serve as a hub for the bank’s NOW Loan Solutions. Each element was designed to grab the attention of customers on the search for a loan in a volatile market. Creative elements called out ideas such as keeping dreams in motion and giving your home a makeover.

Dean Bank’s NOW Loan campaign garnered over 1.2 million impressions, over 14,000 clicks and 938 total conversions. Additionally, clickthrough rates on SEM, Display and Facebook ads far exceeded industry standards.

Dean Bank’s landing page also did its job in serving as the hub for all its NOW Loan products. The page generated 11,341 total views, inspired 1,921 total events, and saw 6,110 total users.
The NOW Loan Solutions campaign proved to be an effective and creative way to gain business for the bank’s home lending department despite high rates and home prices.